Which wine do you prefer? An analysis on consumer behaviour and brain activity during a wine tasting experience

2019 ◽  
Vol 32 (5) ◽  
pp. 1149-1170 ◽  
Author(s):  
Letizia Alvino ◽  
Rob van der Lubbe ◽  
Reinoud A.M. Joosten ◽  
Efthymios Constantinides
Keyword(s):  
Consumer Behaviour ◽  
Consumer Preferences ◽  
Brain Activity ◽  
Theoretical Background ◽  
Substantial Contribution ◽  
High Temporal Resolution ◽  
Content Type ◽  
Product Experience ◽  
Product Consumption ◽  
Consumer Neuroscience

Purpose The purpose of this paper is to assess whether or not electroencephalography (EEG) provides a valuable and substantial contribution to the prediction of consumer behaviour and their preferences during product consumption. In this study, the authors especially focus on individual preferences during a wine tasting experience. Design/methodology/approach A consumer neuroscience experiment was carried out with 26 participants that evaluated different red wines while their brain activity was recorded with EEG. A within-subjects design was employed and the experiment was carried out in two sessions. All participants took part in a blind taste session (no label session), in which information about the wine was not disclosed, and a normal taste session (label session), during which the bottle and its label were visible. Findings The findings suggest that EEG is a useful tool to study brain activity during product experience. EEG has high temporal resolution, low costs, small dimensions and superior manoeuvrability compared to other consumer neuroscience tools. However, it is noticed that there is a lack of solid theoretical background regarding brain areas (e.g. frontal cortex) and brain activity (e.g. brain waves) related to consumer preferences during product experience. This lack of knowledge causes several difficulties in replicating and validating the findings of other consumer neuroscience experiments for studying consumer behaviour. Originality/value The experiment presented in this paper is an exploratory study. It provides insights into the possible contribution of EEG data to the prediction of consumer behaviour during product experience.

scholarly journals Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

2020 ◽  
Vol 14 ◽  
Author(s):  
Letizia Alvino ◽  
Luigi Pavone ◽  
Abhishta Abhishta ◽  
Henry Robben
Keyword(s):  
Consumer Behavior ◽  
Consumer Preferences ◽  
Brain Activity ◽  
Marketing Research ◽  
Future Research ◽  
Product Experience ◽  
Consumer Neuroscience ◽  
Neuroscience Research ◽  
Neuronal Processes ◽  
Emotional Aspects

The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.

Anju Pharmaceuticals: riding the herbal wave

2017 ◽  
Vol 7 (3) ◽  
pp. 1-26
Author(s):  
Rekha Attri
Keyword(s):  
Strategic Alliances ◽  
Consumer Behaviour ◽  
Consumer Preferences ◽  
Marketing Management ◽  
Third Party ◽  
Digital Marketing ◽  
Problem Situation ◽  
Bottom Line ◽  
Herbal Products ◽  
Content Type

Subject area Marketing management, consumer behaviour, digital marketing. Study level/applicability This case can be used for students studying marketing management courses and also for elective courses on consumer behaviour, digital marketing and strategic management in an MBA programme. Case overview This case is about Anju Pharmaceuticals which dealt in the manufacture and sale of ayurvedic/herbal products such as Panchsudha, Zalim Lotion, Ruz, Vama, Mekado etc. in Madhya Pradesh, India. Started in the year 1983, the company had still not been able to make a mark in the market. For quite some time now Mitesh, the third-generation proprietor of the company, was continuously reading articles which discussed how there has been a positive shift in the consumer preferences for products having herbal ingredients. Indian fast-moving consumer goods (FMCG) companies such as Patanjali, Dabur, Marico were banking on herbal components in their various key products such as toothpaste, shampoo and hair oil to expand their market share and some of these Indian companies seemed to be growing faster than bigger multinationals including Hindustan Unilever and Procter & Gamble. With the changes in consumer perception towards herbal products, Mitesh was hopeful that if he could gear up his distribution it would result in improving the bottom-line of the company. He had also started receiving queries from interested clients for third-party manufacturing and packaging of the ayurvedic products under the desired brand name. Mitesh was very much aware that to improve his bottom-line, just relying on efficient distribution would not suffice and he would need to come up with strategic alliances and newer ways of doing the business rather than just following what had been the norm for the last few years. The idea of becoming a third-party manufacturer somehow did not excite Mitesh because he felt that by going in for third-party manufacturing he would never be able to establish the brand identity of Anju Pharmaceuticals. He wanted his company to ride the FMCG herbal wave but how and at what cost were the big questions facing him. Expected learning outcomes After the successful completion of this case, the readers would be able to accomplish the following: gain insights into the problems faced by small businesses when they want to scale up their business. Get insights into the challenges/difficulties of adopting e-commerce by a small organization. Be aware of the changing consumer preferences for herbal and ayurvedic products and how companies are gearing up to cash on to the changing market opportunities. Comprehend the problem situation. Suggest ways of taking advantage of the current scenario to expand and grow the business. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing.

Ethical food labels in consumer preferences

2017 ◽  
Vol 119 (8) ◽  
pp. 1801-1814 ◽  
Author(s):  
Katharina Bissinger ◽  
Daniel Leufkens
Keyword(s):  
Willingness To Pay ◽  
Consumer Behaviour ◽  
Consumer Preferences ◽  
Methodological Approach ◽  
Price Premium ◽  
Average Price ◽  
Food Labels ◽  
Data Set ◽  
Content Type ◽  
Ground Coffee

Purpose Since fairtrade labels are upcoming market instruments, the purpose of this paper is to identify and quantify consumers’ willingness to pay for fairtrade coffee products and tea. Thereby, this paper contributes to the discussion in favour of a non-private regulation of ethical food labels (FLs). Moreover, the paper provides information about the consumer behaviour of the German buying public. Design/methodology/approach The empirical analysis is based on homescan panel data of 13,000 representative German households, which includes actual purchase data of ground coffee, single-serve coffee, espresso, and tea for a five-year sample period from 2004 to 2008. As a methodological approach, the hedonic technique is used to model coffee and tea prices as a function of time, store, and product characteristics. Findings Regarding the variables of interest branding a product leads to an average price premium of 22.1 per cent, while the organic FL achieves an average price premium of 34.3 per cent. The highest average price premium of 43.1 per cent is ceteris paribus paid for fairtrade labels. In the case of fairtrade labels, tea products earn the highest implicit prices with 74.0 per cent, followed by ground coffee (54.9 per cent), espresso (24.7 per cent), and single-serve coffee (18.9 per cent). Originality/value The present analysis supplements the discussions around the willingness to pay for fairtrade certified products by the German buying public, a product differentiation between coffee products and the introduction of labelled tea. As the data set includes daily purchases, it allows analysis of consumer behaviour on a disaggregated level, given detailed information on prices, stores, origins, FLs, and so on.

Price-quality heuristic correlation with rates of product consumption

2016 ◽  
Vol 118 (3) ◽  
pp. 541-559 ◽  
Author(s):  
David Priilaid ◽  
Daniel Hall
Keyword(s):  
Orange Juice ◽  
Design Methodology ◽  
Inverse Relationship ◽  
Consumer Behaviour ◽  
Content Type ◽  
Product Consumption ◽  
Consumption Rates ◽  
System 2 ◽  
System 1 ◽  
Classically Conditioned

Purpose – The purpose of this paper is to explore the manner in which the rate of product consumption contributes to the formation and strengthening of the price-quality heuristic. Design/methodology/approach – The research included a literature review with a series of tests across a sequence of blind and sighted tasting experiments involving 278 subjects assessing seven differently priced products of orange juice, coffee and wine. Findings – The paper found evidence that consumption rates do affect the way consumers respond to price information and that sight-based “System 1” judgement errors accrue and increase progressively with consumption. This relationship was observed to be stronger in sight-based product assessments for consumption of four or more units per week compared to those consuming one unit per week. For blind-based product assessments, an inverse relationship between price affect and consumption was observed, with affect reported to be stronger for minimal rates of consumption. Originality/value – The observation of sight-based and blind-based affect relationships which are dependent on the levels of product consumption appears to be an interesting advancement in consumer behaviour research. This provides support for a dual structure of rationality operated by an interconnection between “System 1” sight-based associations and “System 2” blind-based ponderous thinking. The paper further provides support for Kahneman’s “conflation of intuition” as classically conditioned memory.

Neurodevelopment in the first three years: implications for child development, professional practice and policy

2014 ◽  
Vol 9 (2) ◽  
pp. 154-164 ◽  
Author(s):  
Danya Glaser
Keyword(s):  
Brain Development ◽  
Brain Activity ◽  
Brain Maturation ◽  
Policy And Practice ◽  
Content Type ◽  
Key Issues ◽  
And Function ◽  
The Relationship ◽  
The Brain ◽  
Brain Connections

Purpose – The purpose of this paper is to outline brain structure and development, the relationship between environment and brain development and implications for practice. Design/methodology/approach – The paper is based on a selected review of the literature and clinical experience. Findings – While genetics determine the sequence of brain maturation, the nature of brain development and functioning is determined by the young child's caregiving environment, to which the developing brain constantly adapts. The absence of input during sensitive periods may lead to later reduced functioning. There is an undoubted immediate equivalence between every mind function – emotion, cognition, behaviour and brain activity, although the precise location of this in the brain is only very partially determinable, since brain connections and function are extremely complex. Originality/value – This paper provides an overview of key issues in neurodevelopment relating to the development of young children, and implications for policy and practice.

Expressing herself through brands: the Arab woman’s perspective

2015 ◽  
Vol 17 (1) ◽  
pp. 36-53 ◽  
Author(s):  
Baker Ahmad Alserhan ◽  
Daphne Halkias ◽  
Aisha Wood Boulanouar ◽  
Mumin Dayan ◽  
Omar Ahmad Alserhan
Keyword(s):  
Consumer Preferences ◽  
Arab Women ◽  
Global Marketplace ◽  
Content Type ◽  
Perceived Quality Of Care ◽  
Consumption Practices ◽  
Cultural Body ◽  
Word Of Mouth Communication ◽  
Beauty Care

Purpose – This paper aims to extend Wallström et al.’s (2010) six-nation study on brand use and notions of self-expression to Arab women in the UAE. Additionally, it extends the scope of investigation to include an extensive qualitative data corpus to inform and explain the consumption practices of this large, very wealthy and under-researched sector of the global marketplace. Design/methodology/approach – The paper uses mixed methodology emphasizing qualitative research as a means of building on the results of Wallström et al.’s (2010) quantitative study. Findings – Results reveal that Arab women are less committed to the idea that beauty care products are a locus of self-expression, and their purchase choices are based on perceived quality of care products, scene of use and their lack of value in the culture as vehicles of conspicuous consumption cues. Originality/value – The paper offers valuable insights to researchers and practitioners into the use of beauty care products as a means of self-expression, and emphasizes the value of word-of-mouth communication in enhancing reach in this category. The authors recommend the investigation of relationships between expressing self through brands and variables revealed in this study such as respondents’ relationships to religiosity and health concerns. An extension of this research is also recommended to produce a cross-cultural body of literature on women’s self-expression through brands and how the variable of self-expression can be an important driver of consumer preferences and choices in this population.

scholarly journals Changing audience behaviour: festival goers and throwaway tents

2014 ◽  
Vol 5 (3) ◽  
pp. 247-262 ◽  
Author(s):  
Stephen Henderson ◽  
James Musgrave
Keyword(s):  
Conceptual Framework ◽  
Social Marketing ◽  
Consumer Behaviour ◽  
Behavioural Change ◽  
Marketing Strategies ◽  
Added Value ◽  
Change Strategies ◽  
Environmental Practices ◽  
Content Type ◽  
Practical Tool

Purpose – To translate theory into a practical tool, the purpose of this paper is to provide a conceptual framework for the development of social marketing strategies to modify event attendee behaviour in a sustainable direction. Design/methodology/approach – Consumer value is synthesised with social marketing and consumer behaviour theory to develop the framework. A major problem for festivals (throwaway tents) and current pro-environmental practices are used to determine the framework's applicability. Findings – The conceptual framework suggests that achieving desired behaviour(s) within an audience requires consideration of the added value at the downstream level, strategies that recognise offsite/onsite behaviour settings, engagement of upstream advocacy and more attention to the evaluation of success. Research limitations/implications – A single low-involvement behaviour example is used to validate the conceptual framework suggesting further work is needed to widen tests of its applicability. Originality/value – This paper synthesises theory into a framework that has significant potential as a tool to develop behavioural change strategies at events.

Transforming library communication: from Gutenberg to Zuckerberg

2015 ◽  
Vol 116 (5/6) ◽  
pp. 247-263 ◽  
Author(s):  
Olga Einasto
Keyword(s):  
Information Search ◽  
Power Relations ◽  
Modern Society ◽  
Social Institution ◽  
Theoretical Background ◽  
Communication Strategy ◽  
Global Network ◽  
Disciplinary Power ◽  
Content Type ◽  
Library User

Purpose – The purpose of this paper is to analyse institutional and functional development of a library with the help of communication theories. The library as a social institution should have a quite strong position in today’s information society, but new ways of information search have made its position unstable. Thus, a library needs theoretical and cultural-political comprehension and reassessment. The paper tries to answer the questions as to how a library can satisfy the needs of modern society and which strategy of library communication will be in demand tomorrow. Design/methodology/approach – The theoretical background is represented by communication theories of Marshal McLuhan, Denis McQuail and Yuri Lotman, as well as Michel Foucault’s concepts of disciplinary power and governmentality. Findings – The analysis revealed that library–user communication is based primarily on power relations, where “access” is the main keyword. The article brought out differences in library communicative processes in the “Gutenberg Galaxy” and today’s global network society, “Zuckerberg Era”. The analysis showed that library–user relationship is shifting from disciplinary power and monologue to the governmentality and new communicative forms, dialogue and participation. Research limitations/implications – The study demonstrates the possibility of implication of communication theories for library functional analysis. The new studies investigating which methods and forms of communication do libraries use today, how are the elements of power relations transforming would be very useful for the understanding of the topic. Practical implications – The study proposes to libraries some ideas that may be useful for developing the library communication strategy. Originality/value – This study, based on the communicative approach, corresponds well to library phenomenon and nature, as well as allows for reflection on the role of libraries in the society of today and future.

scholarly journals Understanding preferences of German flower consumers: the desire for sustained beauty

2018 ◽  
Vol 46 (6) ◽  
pp. 560-576
Author(s):  
Meike Rombach ◽  
Nicole Widmar ◽  
Elizabeth Byrd ◽  
Vera Bitsch
Keyword(s):  
Latent Class Analysis ◽  
Latent Class ◽  
Consumer Preferences ◽  
Federal State ◽  
Class Analysis ◽  
Cut Flower ◽  
Cut Flowers ◽  
Content Type ◽  
Relative Preference ◽  
Best Worst Scaling

PurposeThe purpose of this paper is to provide insights for flower retailers, horticultural practitioners and marketing managers into the prioritisation of cut flower attributes by German residents.Design/methodology/approachApplying a best–worst scaling approach, this analysis identified the relative ranking of importance amongst product attributes relevant to German consumers when buying fresh cut flowers. A latent class analysis determined four flower consumer segments for further study. The study builds on a sample of 978 consumers and is consistent with the most recent German census in terms of age, gender, income and federal state.FindingsThe best-worst analysis showed that intrinsic flower attributes, in particular appearance, freshness and scent were found to be more important to German consumers than the extrinsic attributes studied, namely, price, country of origin and a certification indicating fair trade. The latent class analysis determined four consumer segments that desire either budget, luxury or ethical flowers or more information about flowers. For all identified consumer segments, appearance was the attribute of greatest importance. The segments that desired luxury or ethical flowers, as well as the segment that desires more information were interested in appearance, but also had relatively large shares of preferences dedicated to flower freshness guarantees. The preference for freshness guarantees in addition to appearance may be interpreted jointly as a desire for not only beautiful and aesthetically pleasing flowers, but for sustained beauty.Originality/valueInternationally, the study fills a research gap by exploring consumer’s relative preference for cut flower attributes. In contrast to existing studies on consumer preferences for flowers in Germany, the present study builds on a sample that was targeted in terms of age, gender, net household income and federal state to the most recent German census.

Restaurant social media usage in China

2015 ◽  
Vol 7 (3) ◽  
pp. 251-265 ◽  
Author(s):  
Richard Ghiselli ◽  
Jing Ma
Keyword(s):  
Social Media ◽  
Consumer Preferences ◽  
Payment Systems ◽  
Strategic Choices ◽  
Content Type ◽  
Chinese Context ◽  
Media Usage ◽  
Special Events ◽  
Computer Mediated ◽  
Use Of Social Media

Purpose – The purpose of this paper is to examine the use of social media by restaurants in China and the extent to which consumers are using it to obtain information about dining options. Design/methodology/approach – A questionnaire for consumers was developed and social media usage data were collected from restaurants; the results were compared to determine whether there is a difference between practices and preferences. Findings – Based on the results of this paper, restaurants may want to consider committing resources and efforts to improve their presence on Dianping, Baidu and Meituan, and to utilize WeChat. Also, they may want to send non-personalized updates, especially coupons, discounts and information about special events, through the above-mentioned channels two to three times a month. Additionally, restaurants may want to improve engagement with frequent users so that they will recommend to others. Finally, restaurants may want to evaluate and invest in online ordering and payment systems if they haven’t done so already. Research limitations/implications – Strategic choices should be based on understanding of consumers. Unless the gaps between practices and preferences are identified and understood, restaurant companies may not be able to use social media effectively and efficiently. Originality/value – China’s social media market – the largest in the world – differs considerably from other countries; it presents unique opportunities and challenges. Social media is always a function of the technology, culture and government of a particular country or context; for this reason, it is very important to study social media in its “context”. While the need is pressing, there are limited studies on restaurant consumer preferences in a computer-mediated environment, not to mention in the Chinese context. This study examined consumer preferences and potential gaps between preferences and practices in the Chinese context; the results will help to direct restaurants in China to make better use of social media.

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